I saw the video and although the machine is impressive, I don't think I would want it. I have the 7700 and am happy so far with it. If I ever want an embroidery machine, I will want that separately, so it can be doing it's thing while I'm still sewing on my Horizon!
As for price, I've seen two sites that are estimating $9,500. At unveiling, my immediate guess was the $5,000-7,500 range, but could go up to $10,000. Personally, if I ever spend that range of $$, it will be on a mid or long arm set up with a frame.